Advertising

Paid and UnpaidOffline and Online

Target Market? Who in market is most likely customer? How many are there? Competitors, their prices and services Price comparison Trade industry magazine or Google alerts

Market Research

Elicit a “I need help response” Identify the problem Shine a light on the problem Validate with third party data Twist the knife (the problem is even bigger than

you thought) Tell your story

Your product or service is the light at the end of the tunnel (call to action)

Copywriting

New to the market, never been seen before Money back guarantee Secret that no one else knows or have what

others do not Expert, evidence FREE You (talking directly to customer) Limited time only (scarcity) POWER (what power will it give)

Power Words

These are stages that people must pass

through before they buy anything.   Attention Interest Desire Action

Roadmap to Buying

that you have to appeal to work into your messages

fear –what are they afraid of? You will have to turn that into a positive

  power – when they are impressed with you they feel you

are in power but not lording over them.   Freedom – freedom from working for a wage- freedom

have more free time Free to have what you want  

3 temperaments

you can attract far more buyers by offering to

teach something of value to them or by entertaining them than you will ever attract by trying to sell them something

You are the Authority

Prolonged Exposure

Email marketing tracking Asking your customers how they heard of you Tracking how your customers travel the

internet

Tracking

What has gotten your attention recently

It’s not the money you spend

BE really really good Give aways

Word of Mouth

National pickle week Celebrity visits (Mickey Mouse) Free mugs and tee shirts (fans when it’s hot) Scavenger hunts Parties Build a bear workshops

Weird & Wonderful

Highly targeted ads towards tight small groups Start with a question Great Picture with text? Make Promise Call to action

Contact owners and offer

Facebook

Signs

Handwritten Colored envelopes Short and sweet Make them call For every 100 you might get 10 Get owners name

When they call, “I think I can really help you but want to make sure I am right. Is it a good time to ask a couple of quick questions?

Direct Mail

Flyers

Hyper targeted for direct mail Or newsletters Or groups Or blogs

Buy or borrow lists

I didn’t say you were stupid

Email Marketing

Community Charities Schools Speaking engagements

Local Events

Pop ups Youtube Podcasts Directories Blogging Advertising on other blogs Press releases Give aways Vouchers

Internet Advertising

Highlight what your company offers. Offer an incentive for recipients taken a specified action. Use the associated web address for the incentive, if it’s also on

your site. Give better visual positioning to the promotion rather than

contact info. Play with eye-catching fonts and colors. Use less than 64 characters/line so that words don’t wrap to a

new line. Write a “signature” for different categories of recipients. Change your signature copy frequently. Never miss a chance to get your product or company noticed.

Email Signatures

Gumtree Craigslist Directories (niche)

Classified Ads

Newspapers Magazines

Printed Copy